Study: Marketers investing in Big Data solutions

Omaha, Neb.—Fifty-four percent of marketers already have invested in Big Data solutions, and nine out of 10 marketers plan to do so in 2014, according to a study by Infogroup Targeting Solutions. Big Data and real-time marketing solutions tend to go together, according to the study, based on a live poll sent to tablet devices of 363 marketers at the annual conference of the Direct Marketing Association in October. Among those that already have invested in Big Data solutions, 72% also plan to invest in real-time marketing technology next year, compared with 18% of all respondents. However, 35% of marketers said budget limitations are restricting their use of Big Data for multichannel programs.